As traditional sales and marketing techniques begin to flatline, vendors and solution providers need to relearn what their customers really want and re-imagine how to court them.

Buyer are more educated than ever before, and buying tickets to a sporting event won't seal the deal anymore, a panel of executives explained to a packed room at The Channel Company's Women of the Channel Leadership Summit West this week.

"Our buyers are probably better educated on certain solutions than I am. … A fair amount of humility is needed," said Chris Wolff, head of global OEM and Internet of Things partnerships for Dell Technologies.

[Related: WOTC West 2018: Executives Share The Mantras That Drove Them On Their Road To The Top]

Buyers armed with more information on technology solutions means that solution providers need to approach customers as advisers, ready to work alongside them to help connect the dots. At the same time, internal sales and marketing teams should be more tightly aligned, said Lorraine Battipede, channel director at Kaizen Technology Partners, a San Francisco-based MSP.

Sales and marketing strategies aren't changing in a vacuum, and the ......

 

Read more